After the success of their “Jump Back In” campaign—encouraging travel post-pandemic—Visit Raleigh and Avenir Bold came to us ready to drop the word back. The new message? It’s time to Jump In—fully, boldly, and without hesitation.
This evolution in tone marked a turning point, leaving behind the cautious optimism of recent years and embracing the full momentum of Raleigh’s vibrant food scene, arts, gaming culture, and winter festivities.
Capturing the Spirit of the City
The creative challenge was clear: show that Raleigh has something for everyone. Coffee lovers. Esports fans. Ice skaters. Holiday revelers. We needed to capture it all—and make each moment feel alive.
With a large cast and numerous filming locations, we knew logistics would play a major role in pulling it off. To streamline production, we rented a van and shuttled cast and crew around the city, allowing us to keep the energy up and the shoot efficient across a packed schedule.
From Ice Rinks to Esports Arenas
Some highlights of the production included:
- Ice Skating at Red Hat Amphitheater
With help from Visit Raleigh and Avenir Bold, we secured time on the seasonal rink and invited a crew of energetic extras. Wrangling 20+ people on skates while filming on skates ourselves? Let’s just say it made for a memorable (and slightly slippery) day. - Esports at PNC Arena
We worked with local gamers and captured their experience at a regional esports tournament—immersing viewers in Raleigh’s growing competitive gaming scene. - Holiday Magic, Captured Naturally
Rather than stage our own events, we embraced what was already happening around the Triangle. We filmed real crowds at the Downtown Raleigh Tree Lighting and the Chinese Lantern Festival in Cary—tapping into the existing energy and using point-of-view camera work to make the viewer feel like they were right there in the action.
Post-Production with Personality
Some versions of the campaign leaned heavily into esports and gaming, so we created animated graphics and sound design elements to match the vibe—adding a layer of personality while keeping the edits cohesive with the overall campaign direction.
Final Thoughts
This project reinforced just how much Raleigh has to offer—and how much fun we can have telling that story. By blending careful planning, nimble production, and a willingness to follow the energy wherever it led, we created content that invites people to jump in and experience Raleigh for themselves.
Want to connect people to your mission through powerful storytelling? Let’s make it amazing.
Check out all the different cuts below!
